Bollywood actor Ranveer Singh has forayed into the packaged foods sector, acquiring a 50 per cent stake in Elite Mindset, a startup backed by Kishore Biyani. The remaining shares are held by a venture named SuperYou and Think9 Consumer Technologies.
Elite Mindset plans to launch protein-based products under the label “SuperYou”, starting with protein bars, and will expand into categories like biscuits, protein powders and breakfast cereals. With an initial seed investment of Rs 50 crore, the startup aims to compete directly with established players in India’s burgeoning healthy snacking market.
Ranveer Singh’s involvement reflects the rising trend of celebrity-backed ventures in consumer markets. Sharing his vision, he said, “I wanted to enable protein consumption in simple and affordable ways for Indian consumers.”
This move complements his portfolio of investments in brands such as Sugar Cosmetics, Boat and Epigamia.
The acquisition aligns with India’s rapidly growing demand for health-conscious snacks. According to NielsenIQ, “smart snacking” in India is growing 1.2 times faster than traditional snacks, with 63 per cent of surveyed consumers preferring healthier options. Innovations in nutrient-rich and affordable products are driving this trend.
Celebrity investments in startups are on the rise, with notable examples including Alia Bhatt’s SuperBottoms, Sachin Tendulkar’s Spinny and MS Dhoni’s Shaka Harry. Success stories like Ayushmann Khurrana’s 400 per cent return from The Man Company showcase the potential of such strategic ventures. Singh’s latest move is another testament to the lucrative intersection of star power and entrepreneurship.
